About PRO

PRO – Pursuing Real Opportunities – is a community-wide initiative to develop a higher-skilled local workforce. It is a collaboration of Amarillo Economic Development Corporation, Amarillo Independent School District and Amarillo College.

PRO will target industries that currently have the greatest workforce needs including:

• Architecture and Construction
• Finance
• Manufacturing
• Transportation, Distribution and Logistics

The Problem
Local employers report they are having a difficult time finding qualified employees.

As the baby boomer generation begins to retire, there are not enough qualified employees to fill the workforce gap.

There is a shortage of qualified workers in Amarillo and the applicant pool is getting smaller.

Students and the underemployed generally are not choosing to enter into technical and skilled trades careers. Possible reasons include:

• Society has “devalued” skilled trades
• A negative connotation exists when people think of “skilled trades”
• No exposure to these types of jobs
• Schools and parents typically encourage students to only consider a four-year university

The Solution 
Amarillo EDC, Amarillo ISD and Amarillo College have formed a collaboration to identify a possible solution that includes the following mission, core values and goals:

PRO Mission
Develop a qualified workforce for Amarillo and region to sustain a vibrant economy.

Core Values

• Get to know the employers within the community.
• Improve the opportunities to earn a livable wage.
• Develop an improved applicant pool.
• Connect people with their passions.
• Stand shoulder-to-shoulder on this endeavor and stay on course.

Goals

• Identify and communicate workforce development issues within the community from the employer/industry perspective.
• Communicate the need for a paradigm shift within industry-driven training which incorporates both hard and soft skills.
• Identify a wide variety of workforce opportunities that pay livable wages within the community.
• Educate students and underemployed individuals about these workforce opportunities.
• Provide employers with marketing ideas to help them “get the word out” about their company and workplace opportunities.
• Educate employers about generational differences that affect recruitment and retention.
• Expand collaboration on workforce issues within the community.

Plan of Action

Focus on the following Career Clusters:

• Manufacturing
• Architecture and Construction
• Finance
• Transportation, Distribution and Logistics

Design the formal “program” with AISD’s technical programs for careers/industries highlighted.

Implement changes/additions in curriculum (AISD and AC) to incorporate much needed soft skills training:

• Workplace Competencies: Business Fundamentals, Teamwork, Planning, Organizing & Scheduling, Problem Solving & Decision Making, Technology.
• Academic Competencies: Reading for Information, Writing, Mathematics, Engineering & Technology, Speaking, Critical & Analytical Thinking.
• Personal Effectiveness Competencies: Interpersonal Skills, Integrity, Professionalism, Motivation, Dependability & Reliability, Willingness to Learn.

Design the “program” with AC for further training in the careers highlighted.

Engage a marketing firm to put together a marketing plan to:

• Create a name for the program.
• Create a Web site for the program to serve as a means of communication and point of contact.
• Market the program — various careers/industries — to students beginning with kindergarten and going through high school.
• Market the program to parents AND the underemployed using the marketing agency to identify ways to reach these audiences.
• Provide community follow-up from the program to communicate how the program is progressing.
• Form partnerships with media outlets to gain community-wide exposure for the program.
• Educate students about career opportunities in our area that pay living wages.
• Educate parents about the program so they do not also feel “every child must attend a four-year degree program in order to succeed.”
• Educate the underemployed in our community about the training and careers that pay living wages and are available locally.

Form partnerships with local businesses in order to:

• Provide elementary and middle school students with opportunities to learn about various careers in our community.
• Provide freshman, sophomores and the underemployed both touring opportunities and job-shadowing opportunities.
• Provide juniors, seniors and the underemployed internships at local companies to gain hands-on exposure and learn more about the trade of his or her choice.

Hold “events” to provide an alternative to traditional job fairs. Proceed with career expo (by industry) for potential students and the underemployed to provide exposure to a variety of industries and opportunities in Amarillo.

Design a program to educate employers about generational differences that affect recruitment and retention.

Desired Outcome

• Connect people with jobs they will love and companies who will love them.
• Educate students, parents, the underemployed and businesses about this program.
• Market local careers to students and adult career-seekers.
• Improve the image of technical and skilled trades jobs in the opinions of both students and the community.
• Build community partnerships between Amarillo EDC, Amarillo ISD, Amarillo College and area businesses in order to work as a community to improve our workforce.